Privacy Policy

1. Who we are

GROOV is a brand of Dashmallow Limited, a company registered in England and Wales. Company number: 17249841.

2. Information you may provide

Depending on the features you use, you may provide information such as:

• Name, email address and account details.
• Style preferences, clothing size, height, body type, colour preferences and modesty preferences.
• Wardrobe photos, images of clothing, shoes, bags and accessories, and information associated with those items.
• Natural language requests describing occasions, outfit preferences or items you want to style.
• Messages you send to us for support or general enquiries.

3. Information collected automatically

When you use GROOV, certain technical information may be collected automatically, such as device type, operating system, app version, IP address, approximate location derived from IP address, usage events, crash information and diagnostic data.

4. How we may use information

We may use information to:

• Provide and improve the GROOV service.
• Organize wardrobe items and generate personalized outfit suggestions.
• Remember preferences and improve future recommendations.
• Operate accounts, authentication and service security.
• Respond to support and contact requests.
• Understand feature usage, diagnose issues and improve performance.
• Comply with legal obligations and protect our users, services and rights.

5. AI and personalization

GROOV may use artificial intelligence and automated systems to analyze wardrobe information, images and style preferences in order to create outfit suggestions and other personalized results. Inputs and generated results may be processed by service providers that support these features, subject to appropriate contractual and security measures.

6. Images and wardrobe content

Images you upload may be processed to identify clothing categories, colours, item characteristics and potential outfit combinations. We will aim to use uploaded content only for providing, maintaining and improving features connected to your use of GROOV, subject to the choices and controls made available in the app.

7. Service providers

We may use trusted third party service providers for functions such as cloud hosting, authentication, analytics, error monitoring, email delivery, AI processing and customer support. These providers may process information on our behalf only as necessary to provide their services.

8. Shopping links and external retailers

GROOV may help users discover products from external retailers after a look has been selected. If you open a retailer link, you will leave GROOV and the retailer's own privacy policy and terms will apply. GROOV is not responsible for the privacy practices of third party websites or apps.

9. Data retention

We may retain information for as long as reasonably necessary to provide the service, maintain an account, meet legal obligations, resolve disputes and protect the security of GROOV. Retention periods may vary depending on the type of information and the reason it is processed.

10. Security

We intend to use reasonable technical and organizational measures designed to protect personal information. No method of storage or transmission is completely secure, so absolute security cannot be guaranteed.

11. Your choices and rights

Depending on where you live, you may have rights relating to access, correction, deletion, restriction, objection or portability of personal information. You may also have the right to withdraw consent where processing is based on consent. Requests can be sent to the contact address below.

12. Children's privacy

GROOV is not intended for children under the minimum age required to consent to the processing of personal information in their location. We do not intend to knowingly collect personal information from children in violation of applicable law.

13. International processing

Service providers may process information in countries other than the country where you live. Where required, we will aim to use appropriate safeguards for international transfers of personal information.

14. Changes to this policy

We may update this Privacy Policy as GROOV develops, when features change or when legal requirements change. The effective date at the top of this page will be updated when a revised version is published.